The Buyer’s Journey
As a buyer, would you rather work with a company that focused on their sales cycle or on your buyer’s journey? That’s what I thought.
So why do so many experts and articles focus on aligning content with the sales cycle? See here, here and here.
These are respected experts and companies: Lee Odden of TopRank blog, HubSpot and Jay Bear’s Convince & Convert blog. But I think they’ve got it wrong, particularly when they focus on the overly simplistic awareness/consideration/purchase sales funnel approach. Most buyer’s journeys aren’t so simple, particularly in the B2B space.